ISBM Handbook of Business to Business Marketing

About the Handbook

The ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal, is the definitive work on what we have discovered about B2B marketing that can be used both to inform practice and to determine the most critical research issues that the field currently faces. Each chapter (Titles and Abstracts below) is written by an expert or experts in the domain and provides (1) perspectives of the problem area both from an academic and a managerial perspective (state of theory and state of practice) (2) a concise state-of-the-art review summarizing what we know about the area, (c) managerial implications and (4) a research agenda for the domain.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of a specific chapter, please contact the author or authors directly through their emails included below.